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Product-on-Demand: China’s New DTC Brands Aren’t Just Faster, They’re Changing the Game

The DRUM – by Miro Jin

A new wave of Chinese direct-to-consumer (DTC) brands, such as Shein and Anker, have gone stratospheric in the last couple of years. For The Drum’s e-commerce deep dive, EPAM Continuum’s Miro Jin tells us what others can learn – and which keys to their success western brands might struggle to emulate.

In the last two years, a new crop of Chinese brands has made a name for themselves overseas, outperforming major foreign players on a direct-to-consumer (DTC) e-commerce model. DTC is a fast-track retail model where brands transact with consumers directly, eliminating intermediaries. Leveraging the pandemic-driven global e-commerce boom, these brands aggressively expanded their virtual presence in international markets; some became leaders in product categories.

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